vor 2 Jahren

Berlin to go, english edition, 03/2019

  • Text
  • Loadster
  • Citkar
  • Startup
  • Hoppegarten
  • Marketing
  • Berlin


INTRO HAPPY BIRTHDAY, PARTNER FÜR BERLIN! 25 years of capital city marketing Initially known as the capital of construction sites after the fall of the Wall, Berlin underwent a breathtaking transformation over the past two-and-a-half decades and emerged as a sought-after business location, a magnet for entrepreneurs and one of Europe‘s most livable cities. With its various capital city marketing campaigns, Partner für Berlin has helped shape Berlin‘s development and image domestically and internationally since as early as 1994. There are hundreds of reasons to love Berlin – even if our city is not always perfect. When the marketing team at Partner für Berlin was formed in 1994, Berlin was still one big construction site. The team saw this as a positive sign of transformative change and established the event series known as “Schaustelle Berlin.” They also sought to draw attention to other capital city merits, for example, by launching the Berlin Master Chef awards in 1997. This was followed by further highlights, such as the first Berliner Hoffest (Courtyard Festival) of the Governing Mayor in 1999 and other large-scale image campaigns. In 2008, Mayor Klaus Wowereit launched the be Berlin capital city marketing campaign, which was then expanded to the international stage in 2009 under the motto “the place to be” with the goal of positioning Berlin as an attractive business location and a great place to live and work. The start of the #FreiheitBerlin campaign in 2017 was yet another important milestone. On pages 10 to 15, we travel through time to relive some Partner für Berlin highlights from 1994 to today. Since being founded in 1994, the backbone of Partner für Berlin has always been a public-private partnership that started with only 21 founding members. The model was unique in Germany at the time and has since grown into a strong community of over 280 partners that together form the Berlin Partner network. Longstanding Berlin-based companies work side-by-side with startups, medium-sized enterprises and science institutions to create a strong economic base in the capital and actively shape the image of Berlin. Hand-in-hand with the federal state of 8

Berlin, Partner für Berlin was able to use this unique model to successfully market Berlin as a top location in Germany and the world. The foundation and pillars of Berlin’s location marketing efforts are provided above all by the success stories of Berlin Partner member companies themselves. Whether as protagonists, ambassadors, exhibitors or experts – Berlin Partner members and their own achievements serve to attract investors, new companies and talents to discover the virtues of living and doing business in Berlin. For example, the #BERLINPRODUZIERT campaign was launched in 2018 with 25 Berlin-based manufacturing companies, R&D institutions and Berlin Partner member companies as a way to spotlight the innovative capacity of Berlin industry, which has that typically Berlin combination of know-how, inventiveness and a vibrant high-tech founders’ scene. Among the highlights of the campaign so far was the design of shop windows at the KaDeWe in 2018 and the appearance at the Hannover Messe this year. Berlin continues to develop rapidly, even after 25 years of Partner für Berlin. The Senate Chancellery has now set out in search of that unique “DNA of Berlin.” A total of over 2,500 people in Berlin, Germany and other countries were surveyed about the German capital. The quintessence of the survey’s findings: Berlin will always be different. People see the German capital as being courageous, forward-looking, open, free, honest and standing in solidarity with others. The concepts of freedom and community form the core of Berlin’s identity. Moving forward, these leitmotifs will serve as a compass for the city’s marketing efforts. 9

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